Reduce User Friction on Sign Up and Form Pages

In an earlier post we defined user friction and went over a few ways to reduce user friction on your home page. The next most important place to make sure user friction is a a minimum is your form and sign up pages.

In other words, your conversion pages.

User Friction Reduction Strategies

Unnecessary Info on Forms

People are often leery of giving out their information online, and for good reason. There are a lot of scammers out there in the faceless world of the internet. You can greatly reduce user friction on forms by cutting out all information that isn’t absolutely necessary.

Not only will user feel better about not having to share their sensitive information they’ll also enjoy the reduced effort it takes to fill out the form. As far this element goes, the fewer fields the better. Besides, studies show that users are more willing to share detailed information after they’ve went through the initial sign up process.

Include Security Indicators

These little icons go a long way in reducing user friction because they lend credibility to your site. As explained in the point above, users don’t automatically trust a site unless its a well-known name. Taking the extra steps to reassure your users that you are protecting their information will result in higher conversions when purchasing online, filling out a form and signing up for a user account.

Some suggested security indicators are the Better Business Bureau, McAfee Secure, TRUSTe and VeriSign Secured,